Black Friday and Cyber Monday (BFCM) are make-or-break moments for wellness and self-care brands. Costs spike. Competition intensifies. Buying windows shrink.
MassageLuXe is a national massage franchise, and BFCM’s challenges were amplified by:
100+ locations in different markets
Their need for hyper-local relevance
Reliable brand compliance
Franchisee confidence and buy-in
Traditional ad workflows and manual builds were arduous. Constant budget adjustments, localized creative revisions and delayed reporting created risk during the most important week of the year. When their team implemented Flamel.AI though, their work was streamlined and their results were incredible.
The Solution: Flamel AI Social Ad Playbooks
To scale without sacrificing performance, the brand deployed Flamel AI’s Social Ad Playbooks. Playbooks are purpose-built for franchise advertising, allowing franchisees to launch fully-localized campaigns in just one click.
What MassageLuXe launched:
3 promotional pricing tracks, each composed of 3 targeted campaigns
Promotions focused on BFCM pricing, memberships and limited-time self-care offers
How it worked:
Corporate built campaigns once using Flamel Playbooks
Franchisees opted in with one click
Ads automatically localized by city, franchisee-selected promotion, custom budgets per location and unique audience targeting
Creative remained centrally controlled
Built-in advantages:
Brand-approved creative
Local audience targeting
Centralized spend control via Flamel’s Command Center
Real-time analytics, customized for MassageLuXe
Custom CRM integration tying ads directly to revenue
Execution at Scale, Faster Than Ever
Instead of spending weeks building and managing campaigns, MassageLuXe’s marketing team focused on:
Performance optimization
Budget efficiency
Creative testing
Ryan Tiemeyer, Digital Marketing Specialist, explains:
“Flamel changed the game for us. Launching Black Friday ads used to take me close to two weeks, because I had to build, duplicate, adjust and troubleshoot campaigns for every single location. With Flamel AI, we built one campaign and launched it to all locations and franchisees opted in with their budget. That alone was a huge shift for us.
From there, everything ran through the Command Center. I could adjust budgets, monitor performance and optimize in real time without jumping between accounts. Franchisees could immediately see results for their locations, which made reporting easier than the past!
From an execution standpoint, this completely changed how we operate. Watching our ROI at this spend level was incredible and honestly something you just do not see in most Meta environments.
It feels like Flamel AI built this specifically to work for us, and it shows. The team at Flamel has been amazing to work with and any suggestions to be added into the platform has been added! The efficiency, scalability and performance have been amazing with Flamel!”
Full-Scale, Incredible Results
Performance:
68+ million impressions
Nearly 4 million measurable outcomes
5.8% result rate
Financial Impact:
Nearly $3M projected profit
+512% ROI
$5.12 in projected profit for every $1 spent
Kristen Pechacek, MassageLuXe’s President & CEO, shares:
“For us, the most exciting part of this campaign was both the revenue and how we achieved it. Turning our advertising investment into projected millions in profit at this scale is extraordinary. Flamel.AI gave us the infrastructure to launch hyper-local campaigns across our entire system with total brand control. Our franchisees felt confident, our team stayed agile and the results exceeded anything we’ve seen from holiday campaigns before.”
Why These Results Are So Rare at This Scale
When running their very best campaigns, franchise brands may achieve a high ROI at low spend or massive reach with declining efficiency
When partnering with Flamel.ai, MassageLuXe achieved both and more, with:
Extensive reach of over 68M impressions
Elite efficiency with a 512% ROI
Massive time savings
Kristen highlights just how dramatic the operational impact was:
“During BFCM, we normally spend weeks building, localizing and managing campaigns across dozens of locations. With Flamel, that work was essentially eliminated. What used to take our team hundreds of hours happened automatically, which let us focus on performance, instead of production.”
Franchisee & Team Impact
Flamel.ai granted MassageLuXe franchisees:
One-click access to high-performing national campaigns
Fully localized ad creative and audience targeting
Real-time visibility into their awareness and sales performance, spend, conversions and profit
The corporate team gained:
Hundreds of hours back
Cleaner reporting
Faster optimization cycles
Less operational drag during peak season
. . . And, in a change from his usual BFCM schedule, Ryan got to have a relaxing Thanksgiving with friends and family!
Stephanie Hill, Vice President of Marketing at MassageLuXe, sums it up:
“Black Friday and Cyber Monday are normally the most intense weeks of the year for our team. With Flamel.AI, that pressure turned into performance. We generated nearly 4 million measurable outcomes, while maintaining a 5.83% engagement rate across more than 68 million impressions. That kind of efficiency at national scale simply isn’t possible with traditional ad workflows.”
What’s Next for MassageLuXe & Flamel AI?
This performance sets the stage for MassageLuXe to drive business via social ads throughout the year, using Flamel.ai tools. They’ll power ongoing lead generation, membership growth campaigns and multi-channel expansion opportunities, such as:
2025 holiday campaigns
Mother’s Day promotions
Grand openings
Membership drives
Always-on local promotions
See What Scalable Franchise Advertising Looks Like
If your franchise brand is still:
Building ads manually
Struggling with localization
Fighting franchisee adoption
It’s time for an upgrade! This is what modern, scalable franchise advertising actually looks like.
Demo Flamel AI to see Social Ad Playbooks in action for your multi-location brand.
